Persuasive Determinants in the Hotel Industry's Newsletter Opening Rates

• Type: Article in International Scientific Journal
• Date: 2023

Authors

Carlota Araújo (Author) FEP; Pires, PB (Author) Other; Catarina Delgado (Author) FEP; Santos, JD (Author) Other

Journal

Title: Sustainability

Vol. 15

Final page: 3358

ISSN: 2071-1050

Publisher: MDPI

Indexing

ISI Web of Knowledge - 0 Citations

Scopus

Other information

Authenticus ID: P-00X-W9B

DOI: 10.3390/su15043358

Abstract (EN): Email marketing plays a key role in business communications and is one of the most widely used applications by consumers. The literature review points to several determinants that, when applied, increase the open rate of newsletters. This research evaluates the impact of six determinants of persuasion on the opening rate of a newsletter in the hotel industry. The determinants are the day of sending, the time of sending, subject line personalization, scarcity appeal, curiosity appeal, and authority figure. The chosen methodology focused on real experiments, using a high-end luxury hotel, and the respective customer database. The newsletter was sent to the subscriber list, where one part received the control and the other part received a variant with the test version. Ten A/B tests were conducted for each determinant. The results obtained were not in line with what is indicated in the literature review. Although the literature review yielded results that showed that the application of determinants increased the open rate of newsletters, this study obtained findings to the opposite and did not confirm what was prescribed by the reviewed literature. The results of the A/B tests were conclusive and revealed that the determinants did not increase the open rate of newsletters.

Language: English

Type (Professor's evaluation): Scientific

No. of pages: 27